Published in: Journal of Customer & Contact Centre Management VOL. 1, NO. 2, PP 00–00 # HENRY STEWART PUBLICATIONS 1758–4256 (2011)
Customer advocacy is rapidly gaining traction and becoming a buzz-phrase. This paper aims to create awareness for what customer advocacy really is and what it requires from companies that set out to generate it. The author Nicolette Wuring stresses that it is necessary to re-evaluate the concept of CARE.
Where consumers are flooded with an abundance of choice, and products and services are completely commoditised, care can make the difference: ‘When you care, people notice’.
But don't think that consumers can be tricked into it. They will know and their (positive or negative) messages spread faster and across larger geographic areas than a company will ever be able to afford, no matter how large the marketing budget.
As a member of the board of UPC Broadband Europe (the largest cable operator outside the USA, owned by Liberty Global) in the years 2004–2008, the author led the transformational process that resulted in the turnaround of the reputation of the company from worst to best in class customer service. This process resulted in a strong business case.
Customer advocacy delivers sustainable business and financial results and materially impacts the bottom-line of a company. But be warned, it is a transformational process that touches the core of the organisation. Employee Advocacy is a prerequisite for successfully generating Customer Advocacy.
Go to the website of Henry Stewart Publications.
zaterdag 29 januari 2011
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